The company is starting with basketball shoes, which will sell for $US350 ($490).
The shoe self-tightens to an athlete’s preference – there are no laces – and is adjustable via an app.
The products carry sensors, accelerometers and gyroscopes that can give Nike a full, personalised snapshot of its owner’s performance.
They’ll need recharging every two weeks.
‘Smartphones strapped to your two feet’
“It’s like having two smartphones strapped to your two feet,” said Michael Martin, Nike’s global head of digital products.
CEO Mark Parker discussed the new shoes in vague terms in December, calling it a “major step” in taking Nike’s new digital emphasis and embedding it into actual product.
Nike stores are also going digital.
The company calls new flagship locations unveiled two months ago in New York and Shanghai “Houses of Innovation”.
They blend online shopping with the in-person experience.
To get the full experience, you essentially have to download the Nike app.
The shoe’s technology can be updated
Nike is in the midst of a digital transformation.
A large part of that is trying to get more of its customers to become members of the NikePlus loyalty program.
The company has found members spend three times more than non-members when they shop at Nike.com.
Though Nike has seen rapid growth in apparel sales, shoes still accounted for 61 per cent of the company’s $US36.4 billion in revenue last fiscal year.
Nike auto-lacing shoes have been around since 2017, when the company sold a limited number of low-top sneakers for $US720, the most expensive shoes it ever released.
These shoes will be available through Nike’s direct channels, and through retailers, and were due to debut in the NBA on the feet of Boston Celtics forward Jayson Tatum this week.
The shoe’s technology can be updated through the app, meaning its capabilities can change after it’s purchased.
The Beaverton, Oregon-based company plans to release more products with the Adapt technology, including running shoes, sportswear and lifestyle items.
“The advantages we’re looking to provide the athlete are so substantial that you’ll see a mass of people wanting to make use of those benefits,” Martin said.